This salmon is absolutely gorgeous and tastes amazing. When I buy, I usually buy everything from ground salmon to smoked and filet salmon. My order is hardly ever under $100 but it comes in individually vacuumed packs. Easy for defrost and preparation. I strongly believe in spending money on your health and for me and my family. Buying fresh wild salmon is worth the health benefits. Salmon is next on the list of foods that will more than likely become genetically modified. An attention-grabbing articlewas recently published about Genetically Engineered Salmon and the controversy that exists around the topic. Many times when you buy salmon from your local grocery market, it is farmed. This might not seem like a big deal to some, but the very thing that makes salmon such a health food comes from it NOT being farmed. Swimming in addition to the diet is what creates the red flesh of the salmon. This is primarily what contributes to the high levels of Omega 3,6, & 9's. This is what makes this fish so healthy and why it became so popular. If you buy salmon and it is not labeled sockeye or wild, (or you pay less than $15/lb) chances are it has lost it's color due to farming. Farmed fish can barely swim and are usually fed or injected with red dye. Yes, red dye so it will still come across as red. If you have a choice buy wild salmon. When is comes to your health, it's worth every penny. Your salmon should look red before AND after you cook it. If it loses it's color or becomes white or really light pink, chances are the salmon has been farmed, swam very little and either fed or injected with red dye to provide that red color. I buy most of my salmon from an Alaskan fisherman Doug's Wild Alaskan Salmon. Check out the website to become part of their buying club or find out what local market they are visiting.